Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy

Ahsan Siraj, Yongming Zhu, Shilpa Taneja, Ehtisham Ali, Jiaxin Guo and Xihui Chen

Arab Gulf Journal of Scientific Research, 2024, vol. 42, issue 4, 1982-2000

Abstract: Purpose - With rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan. Design/methodology/approach - Based on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used. Findings - The study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness. Originality/value - Drawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

Keywords: Gender marketing; Consumer decision-making; Purchase decisions; Marketing strategies; Gender differences; M30; M31 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:agjsrp:agjsr-02-2023-0064

DOI: 10.1108/AGJSR-02-2023-0064

Access Statistics for this article

Arab Gulf Journal of Scientific Research is currently edited by Prof. Soud Mohammed Almahamid

More articles in Arab Gulf Journal of Scientific Research from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().